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3 Cards in this Set
- Front
- Back
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Strategic Brand Management
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Uses the design and implementation of marketing programs and activities to build, measure and manage brand equity.
1. Building brand equity, measuring brand equity and Managing brand equity |
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Strong Brand Making and Maximizing Brand Equity
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1. Understand brand meaning and market appropriate products and services
2. Properly position the brand 3. Provide superior delivery of desired benefits 4. Employ a full range of complementary band elements, supporting marketing activities and secondary associations 5. Embrace integrated marketing communication and communicate with a consistent voice 6. Measure consumer perceptions of value and develop a pricing strategy 7. Establish credibility and appropriate brand personality and imagery 8. Maintain innovation and relevance for the brand 9. Strategically design and implement a brand hierarchy and brand portfolio. 10. Implement brand equity management system to ensure that marketing actions properly reflect the brand equity concept |
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Future Brand Properties
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1. Building brand equity
2. Measuring brand equity 3. Managing brand equity 4. Achieving marketing balance |
